STUDI SEMIOTIKA TENTANG STRATEGI BRAND STORYTELLING DALAM MEMBANGUN BRAND IMAGE DAN BRAND EQUITY PADA INDUSTRI SKINCARE
Abstract
This study aims to analyze how the brand storytelling strategy employed by the skincare brand Wardah influences brand image and the formation of brand equity. The research adopts a qualitative descriptive method, utilizing Roland Barthes' semiotic analysis to examine the denotative and connotative meanings in advertisements. The study focuses on how visual, verbal, and narrative signs used in brand storytelling strategies shape consumer perceptions of skincare brands. The findings indicate that semiotic elements such as colors, symbols, language, and narratives play a crucial role in creating a strong brand image and enhancing brand equity. This research also reveals that storytelling aligned with relevant values can strengthen the emotional bond between the brand and consumers, positively impacting consumer loyalty. Additionally, the advertisements emphasize that beauty comes from within-not only in terms of physical appearance but also in the form of self-confidence and personal comfort.
Keywords: Semiotic Study, Brand Storytelling, Brand Image, and Brand Equity
References
Aaker, D. (1991). Brand equity. La Gestione Del Valore Della Marca, 347, 356.
Aaker, D. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.
Aaker, D. A., & Moorman, C. (2017). Strategic market management. John Wiley & Sons.
Agustini, N. P. E., & Suasana, I. G. A. K. G. (2020). Pengaruh Ekuitas Merek, Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Gerai Starbucks Di Bali. Buletin Studi Ekonomi, February, 52. https://doi.org/10.24843/bse.2020.v25.i01.p04
Andriani, R., & Melyawati, M. (2023). Ikonisitas Perempuan Cantik pada Iklan Skincare MS Glow sebagai Budaya Populer: Kajian Semiotika. Aksara: Jurnal Ilmu Pendidikan Nonformal, 9(2), 1083–1092. http://ejurnal.pps.ung.ac.id/index.php/Aksara
Boukis, A. (2023). Storytelling in initial coin offerings: Attracting investment or gaining referrals? Journal of Business Research, 160(March), 113796. https://doi.org/10.1016/j.jbusres.2023.113796
Chandy, R. K., Johar, G. V., Moorman, C., & Roberts, J. H. (2021). Better marketing for a better world. In Journal of Marketing (Vol. 85, Issue 3, pp. 1–9). SAGE Publications Sage CA: Los Angeles, CA.
Cho, E., & Hwang, J. (2020). Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness. International Marketing Review, 37(2), 241–259.
Destyani, B. W. (2020). Analisis Semiotika Brand Kusuma Beauty Clinic. CARAKA: Indonesia Journal of Communication, 1(2), 71–79.
Dina, H. M. R., Fadillah, A., & Purnama, D. (2021). Implementasi Personal Selling Pada Wardah Kosmetik. Jurnal Aplikasi Bisnis Kesatuan, 1(1), 51–60. https://doi.org/10.37641/jabkes.v1i1.785
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180.
Fatihudin, D., & Firmansyah, M. A. (2019). Pemasaran jasa: Strategi, mengukur kepuasan, dan loyalitas pelanggan. Penerbit Deepublish.
Fatimah, F. (2022). Semiotika dalam Kajian Iklan Layanan Masyarakat (ILM). TallasaMedia.
Fitriyani, I. (2010). Semiotika Komunikasi: Membedah Stereotype Perempuan dalam Iklan. Yogyakarta: Bimotry.
Fog, K., Budtz, C., Munch, P., Blanchette, S., Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). The four elements of storytelling. Storytelling: Branding in Practice, 31–46.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Hsu, J. (2008). The Secrets of Storytelling. Scientific American Mind, 19(4), 46–51. https://doi.org/10.1038/scientificamericanmind0808-46
Huda, L. (2020). Perubahan gaya hidup dorong industri kosmetik. URL Https://Koran. Tempo. Co/Read/Ekonomi-Dan-Bisnis/449594/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik.
Huda, M., & Ming Lukiarti, M. (2024). Pengaruh Story Telling Marketing, Celebrity Endorsment dan Kualitas Produk Terhadap Brand Equity Produk Scarlett Whitening di Kota Rembang. Bisman (Bisnis Dan Manajemen): The Journal of Business and Management, 7(1), 19–29. https://doi.org/10.36815/bisman.v7i1.3076
Ifdil, I., Bimbingan, J., Pendidikan, F. I., & Padang, U. N. (2024). Jurnal Kajian Bimbingan dan Konseling Hubungan Body Image dengan Kepercayaan Diri Remaja Putri Hubungan Body Image dengan Kepercayaan Diri Remaja Putri. 2(3).
Kim, H.-J., Park, S.-Y., & Park, H.-Y. (2018). A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude. International Convergence Management Association, 6(4), 1–16. https://doi.org/10.20482/jemm.2018.6.4.1
Kosaraju, V., Harwani, A., Partovi, S., Bhojwani, N., Garg, V., Ayyappan, S., Kosmas, C., & Robbin, M. (2017). Imaging of musculoskeletal manifestations in sickle cell disease patients. The British Journal of Radiology, 90(1073), 20160130.
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran. edisi.
Kotler, P., & Keller, K. L. (2014). Philip Kotler. Astromax Entertainment.
Kwandy, C. O., Nicholas, H., Soehadi, A. W., Utama, F., & Saragih, H. S. (2021). Pengaruh Brand Storytelling dalam Pembentukan Brand Loyalty dan WOM pada Brand Socendate. Jurnal Universitas Prasetya Mulya, 3.
Lane Keller, K. (2013). Strategic Brand Managment: Building, Measuring, and Managing Brand Equity. UK: Pearson Education Limited.
Laucereno, S. F. (2019). Bagaimana Skin Care Lokal Bertahan dari Gempuran Impor. Detik.
Lee, N. R., & Kotler, P. (2015). Social marketing: Changing behaviors for good. Sage Publications.
Lindawati, L. (2018). Kekuatan Cerita dalam Bisnis Sosial. Jurnal Studi Pemuda, 7(2), 100–110.
M. Anang Firmansyah. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 143–144.
Moleong, L. J. (2018). Metodologi Penelitian Kualitatif . Remaja Rosdakarya.
Mossberg, L. (2008). Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195–210. https://doi.org/10.1080/15022250802532443
Mun’im, N. N., & Fazizah, A. (2023). Pengaruh Green Storytelling Marketing dan Elektronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Equity Pada Produk Npure. Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(4), 131–141.
Muniz, K. M., Woodside, A. G., & Sood, S. (2015). Consumer storytelling of brand archetypal enactments. International Journal of Tourism Anthropology, 4(1), 67–88.
Oh, T. T., Keller, K. L., Neslin, S. A., Reibstein, D. J., & Lehmann, D. R. (2020). The past, present, and future of brand research. Marketing Letters, 31, 151–162.
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product and Brand Management, 32(2), 191–234. https://doi.org/10.1108/JPBM-06-2021-3528
Radji, D. L. (2009). Hubungan Citra Merek, Kepuasan dan Loyalitas Konsumen. Jurnal Bisnis & Manajemen, 10(1).
Roslina, R. (2010). Citra Merek: Dimensi, Proses Pengembangan Serta Pengukurannya. Lampung University [Preprint]. Available at: Https://Www. Researchgate. Net/Publication/360080762_Citra_Merek_Di Mensi_Proses_Pengembangan_Serta_Pengukurannya.
Rusandy, D. S. (2018). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Yang Dimediasi Kepuasan Pelanggan Pada Rumah Makan Titin Trenggalek. 2(1), 1–11.
Salsabila, S. N., & Suyanto, A. (2020). Analisis Pemetaan E-Commerce Kecantikan Berdasarkan Brand Equity. Jurnal Mitra Manajemen, 4(2), 293–301. https://doi.org/10.52160/ejmm.v4i2.347
Santosa, H. P. (2013). Sosok Calon Legislatif Lokal dalam Iklan-Iklan Politik (Kajian semiotika terhadap Iklan-Iklan Politik Calon Legislatif Lokal di Media Massa Cetak Lokal Jawa Tengah). Interaksi: Jurnal Ilmu Komunikasi, 2(2), 104–116.
Sembiring, R. B. (2021). Semiotic Meaning In Wardah Advertisement. Jurnal Ilmiah Mahasiswa Pendidikan [JIMEDU], 1(3).
Setyaningsih, I., & Palupi. (2022). Beauty Representation in Scarlett Whitening Advertisement: Roland Barthes’ Semiotic Analysis. International Summit on Science Technology and Humanity (ISETH) 2022 Academic Improvement for Recovery Acceleration, 456–467. https://proceedings.ums.ac.id/index.php/iseth/article/view/2970
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137. https://doi.org/10.5539/ass.v9n3p125
Sobur, A. (2009). Semiotika Komunikasi, Bandung: PT Remaja Rosdakarya. Wacana Media.
Sobur, A. (2017). Semiotika komunikasi. Remaja Karya.
Soehadi, A. W. (2005). Effective branding. Bandung: PT. Mizan Pustaka.
Sukisman, J. M., & Utami, L. S. S. (2021). Perlawanan Stigma Warna Kulit terhadap Standar Kecantikan Perempuan Melalui Iklan. Koneksi, 5(1), 67. https://doi.org/10.24912/kn.v5i1.10150
Suryana, P. (2024). Building a strong brand image: the role of storytelling in marketing. Journal of Economics and Business (JECOMBI), 4(02), 107–115. https://jecombi.seaninstitute.or.id/index.php/JECOMBI/article/view/81
Suryani, S., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating. Administrasi Bisnis, Fakultas Ekonomi Dan Bisnis, Universitas 17 Agustus 1945 Jakarta, 04(1), 41–53.
Tajibu, K., & Syafrinana. (2017). Pesan Dakwah pada Iklan Kosmetik Wardah "Sebuah Kajian Semiotika”. Al - Khitabah, 3(1), 3. https://journal.uin-alauddin.ac.id/index.php/Al-Khitabah/article/download/2918/2794
Tjahjono, G. (2011). Benny H. Hoed, Semiotik dan dinamika sosial budaya. Second Edition. Depok: Komunitas Bambu, 2011, xxvi + 317 pp. [First Edition 2007, Depok: Fakultas Ilmu Pengetahuan Budaya Universitas Indonesia.] ISBN 979-3731-87-7. Price: IDR 70,000 (soft cover). Wacana, Journal of the Humanities of Indonesia, 13(2), 386. https://doi.org/10.17510/wjhi.v13i2.36
Tjiptono, F. (2017). Pemasaran Strategik: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif, hingga e-Marketing.
Vonk Noordegraaf, C., & Welles, G. W. H. (2023). Product quality. Greenhouse Climate Control: An Integrated Approach, 4(1), 92–97. https://doi.org/10.4324/9780080914947-10
Walter, E., & Gioglio, J. (2018). The laws of brand storytelling. McGraw-Hill Education,.
Wicaksono, A. I., & Ishak, A. (2022). Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image. International Journal of Research in Business and Social Science (2147- 4478), 11(1), 12–23. https://doi.org/10.20525/ijrbs.v11i1.1554
Downloads
Published
Issue
Section
License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.